Early in content marketing, aesthetics often feel like the key to success—but it’s the offer that truly converts. Drawing from experts like Russell Brunson, Gary Vaynerchuk, and Neil Patel, this blog unpacks the importance of sequencing value-first content before making an ask. The takeaway? Jab with value, hook with intention, and lead with relevance—not just polish.
When I first started running ads and building content, I thought I had it figured out: just create something that looks good. A clean layout, polished image, maybe a trendy colour palette — and the leads would roll in. Right?
That belief held strong longer than I’d like to admit. But over time, through trial, error, and a lot of wasted ad spend, I began noticing a pattern: the prettiest posts weren't always the ones that performed. And when I dug deeper, I started to see why.
Turns out, I wasn't alone in this realization.
Russell Brunson, the mind behind ClickFunnels, teaches a simple but powerful sequence: Hook, Story, Offer. In his world, if a campaign isn’t working, you don’t start by tweaking the image — you start with the offer. Because no matter how slick your design is, if the offer doesn’t land, the attention fades.
That insight alone was helpful. But it wasn't until I started reading more of Gary Vaynerchuk's work that it all clicked.
Vaynerchuk's framework is built on the idea that you need to give value ("jabs") before you ever make an ask (the "right hook"). It’s not just about showing up, it’s about showing up strategically.
That means three, four, sometimes five pieces of content that educate, entertain, or empathize with your audience — no strings attached. Then, and only then, do you earn the right to make an ask: book a call, DM me for a checklist, download this guide.
The mistake I made early on? Every post was a hook. Every image was trying to do too much. But once I started thinking in sequences instead of one-offs, it changed how I approached everything.
Here’s what I’m learning: visuals matter, yes. A striking image or a pattern interrupt (another Brunson favorite) is what gets someone to pause. But pausing isn’t action.
The action comes from the offer.
Neil Patel backs this up with his work on funnel optimization. He’s written extensively on how a clear, singular call to action is more effective than multiple mixed messages. Want someone to click? Don’t give them five things to think about. Give them one next step that feels easy, valuable, and specific.
This was another piece that helped me reframe things. Based on platform norms and expert advice:
The platform defines the cadence, but the principle is the same: give first, ask later.
One final aha moment: soft CTAs are still CTAs. Saying “Follow for more” or “Save this tip” is a subtle ask — and that’s okay. But knowing where to draw the line matters.
Here’s a simple breakdown I’m using now:
The rule of thumb? Keep your jabs clean. Let the right hook stand alone.
I’m still learning, but the more I read, test, and observe, the clearer it becomes: attention is earned through consistency, trust, and relevance — not just aesthetics.
So yes, make your posts look good. But make sure what you're offering is even better.
Because at the end of the day, the image might stop the scroll — but it's the offer that moves the needle.
And if you’re wondering where the right hook is in this article… there isn’t one. I’ll be honest, it feels a little weird not giving you a link or a CTA here. But hey — I’m just trying to live the jab life today.
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